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Stanley Engineered Fastening

Unifying a global brand

Upswing created new logos, brand guidelines, and collateral for the Stanley Engineered Fastening family of strategic brands, bringing cohesion to their visual identities.

The Challenge

Create a unified global brand architecture, polished aesthetic, and brand standards for Stanley Engineered Fastening (SEF) that convey precision and a focus on the future.


Stanley Engineered Fastening, a division of Stanley Black & Decker, is a global leader in precision fastening and assembly tools. After several decades’ worth of mergers and acquisitions, the Stanley Engineered Fastening brand landscape was cluttered with dozens of names and logos that diluted the identity of each strategic brand.

Our work

In our discovery sessions with SEF, we learned just how much goes into fastening technology — so much so, that it fueled a design idea that creates a visual through-line for each SEF brand, which we call “The Connector.” We developed a strategy to form a tighter family of strategic brands, allowing each to shine in their individual market sectors while maintaining SEF’s visual identity. With new logos and an ownable visual element in hand, we refreshed every piece of collateral for SEF and its brands, from sales tools and signage to product packaging and displays. It all came together in a 160-page book, spelling out new global brand standards and guidelines to propel Stanley Engineered Fastening into its second century.

Upswing transformed the brand from a mixture of disjointed, uninteresting elements to an elegant, cohesive story with a stunning visual identity and impactful, concise messaging that resonated with our global customers and key business stakeholders.”

VP Marketing and Customer Experience at Stanley Engineered Fastening

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